Effectively measuring social initiatives counts as one of the biggest social media concerns facing enterprise brands today, according to a study from Ad Age and Wildfire by Google. The survey – of more than 500 executives from large companies with some functional responsibility related to social – indicates that a leading 58% of respondents consider content shares to be an important metric for measuring the success of their social media campaigns.
Not far behind, 56% view social followers as an important success metric (rating it a top-3 box score on a 10-point scale of importance), with impressions (55%) and conversion impact (54%) also rated important by a majority of respondents. Read the rest at MarketingCharts.
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